Nike Swim X UK Retailer - Back To School Activation

Managed Nike Swim's first-ever partnership with a major UK retailer to activate the seasonal Back to School campaign. Designed to drive incremental revenue and establish Nike Swim as a key player in youth and school essentials, strengthening category visibility and conversion both online and in-store.

At its core was the joint business planning, which I led with the Nike Swim and retailer commercial leads, aligning product, brand and commercial priorities across each touchpoint of the activation. I set the strategy around hero products to build awareness and sell-through, led the creative from brief through to final delivery with our agency, and oversaw rollout across digital and physical retail, including flagship store activations.

Nike Swim entered a seasonal moment it hadn't owned before, with hero products anchoring a full 360 campaign. Activity ran across the retailer's digital estate, amplified through solus and multi-brand CRM, and brought to life in-store with branded activation. The featured hero delivered an +89% sales uplift against the three weeks prior, with a dedicated email driving a further +96% in units vs the first three weeks of the campaign. Goggles, featured in the campaign photography, over-indexed during the window which was evidence the creative was converting directly at product level.